Year two of award-winning fentanyl awareness campaign wraps up

Boise, Idaho – Members of the Idaho Behavioral Health Council heard an update today on the success of Idaho’s award-winning fentanyl awareness campaign, Fentanyl Takes All.

Idaho wrapped up the second year of the campaign, noting that research results reflect a more informed and engaged public since the campaign launched in 2022.

Since the campaign started in 2022:

• The vast majority of teens, young adults, and parents say they know fake prescription pills can contain deadly amounts of fentanyl, a key message of the campaign, and more people in all three categories acknowledge it is hard to tell if a substance contains fentanyl.
• The majority of teens, young adults, and parents say they know 7 in 10 fake pills with fentanyl are deadly, another key message of the campaign.
• More young adults and parents see teen and young adult drug use as a problem.
• More teens and young adults say they know about fentanyl and are concerned about fentanyl use among their peers.
• More teens and young adults are having conversations with their friends about fentanyl, and they say they’re talking to their parents more about it.

“Improved outreach, education, and awareness about the dangers of fentanyl is one part of our multipronged strategy to turn the tide on the deadliest drug our society has faced. I’m very pleased the campaign is working so well to increase awareness about how fentanyl can truly take everything from you,” Governor Little said.

Drake Cooper, the Boise-based creative firm running the campaign, received numerous awards and accolades for the Fentanyl Takes All campaign, including:

• Marketing Campaign of the Year from Think NW
• Best of Public Service + Purpose from the Cascadia Creative Awards. The campaign won Best of Category for Public Service and Purpose, beating out the competition in Oregon, Washington, Idaho and British Columbia. The fentanyl campaign also took home Gold for the TV spot, Gold for Purpose-Led Impact, and a Silver.
• Silver at the Drum Awards Marketing America, a “best of” government or public sector campaign competition entered by brands such as Lego, Yeti, and Amazon.
• Two silver Addys in the American Advertising Federation District XI competition, which included all of Idaho and most of Oregon (including the Portland area)
• Two Platinum and Two Gold from the Muse Awards.
• Two Silver Rockies at the IAF Rockie Awards in the Public Service category for Campaign + TV.

In addition, First Lady Teresa Little plans to lend support to the effort led by Virginia’s First Lady Suzanne Youngkin and New Jersey’s First Lady Tammy Murphy asking First Spouses to highlight National Fentanyl Prevention and Awareness Day on August 21. First Lady Little will ask Idahoans to turn to Idaho’s fentanyl awareness campaign for ways to engage our loved ones in the conversation about the deadly effects of fentanyl.